Energy-saving people to replace home appliances to the countryside or fatigue

Under the consumer subsidy policy “Home Appliances Going to the Countryside” policy, rural household appliances market has grown rapidly. The penetration rate of refrigerators in rural households ranges from 20 per 100 households to 60 per 100 households. For the first time in 2012, the size of color TVs exceeds that of urban household appliances. Leading companies have benefited from it, and some small and medium-sized enterprises have also grown rapidly through home appliances to the countryside.

The longest-lasting policy of home appliances to the countryside has brought great changes to the channels of the rural tertiary market. The impact on the household appliance industry is also a matter of great joy. The joy is that the four-year rural drive has really stimulated the consumption of rural household appliances. Popularization and worrying are to advance overdraft consumption to some extent, and the market will experience a period of downturn.

The impact of home appliances to rural areas on the impact of public enterprises? Chinese investment adviser home appliances industry researcher Zhao Huizhi believes that "partially strong large companies have early preparations for the policy, and during the implementation of the policy established a good sales channels and improve As a result of the layout, the end of home appliances to the countryside policy has less adverse impact on large companies, and small businesses, on the other hand, have received more shocks, some small businesses have weaker strengths, and products do not have competitiveness and popularity. The turnaround, the policy expires, and the business performance of small businesses may be affected."

Businesses respond to the market after going to the countryside

It is true that the policy has now come to an end, and some foreseeable enterprises realized early on that there was no adverse impact on sales after 13% of fiscal subsidies, and thus adopted a series of layout measures in advance so that the market situation after the home appliances going to the countryside could be for enterprises. Controlled.

It is understood that the implementation of home appliances to the countryside during the implementation of policies, Changhong home appliances to the countryside sales of more than 22 million units, sales of 55 billion yuan, the overall sales and market share among the nation's forefront. Relevant person in charge of Changhong Company stated to the reporter of China National Grid that through participation in home appliances to the countryside, production, R&D, marketing, and service networks for the rural market have also been continuously enhanced and strengthened. Changhong will continue to make a difference in the rural market on the basis of summing up the work experience of home appliances to the countryside. With the guidance of “new technology, high quality, and good service”, combined with the needs of the rural market, we will provide more marketable color TVs, refrigerators, air conditioners, mobile phones, and water heaters to improve the quality of life of farmers.

Some specialized small and medium-sized brands such as Shenhua and Suoyi have further developed on the platform of home appliances to the countryside. These enterprises have also made considerable arrangements to cope with the end of the policy.

Zhang Hui, general manager of Shenhua Refrigerator Sales, told the China State Grid Reporter that Shenhua refrigerators had already begun to seek measures for the delisting of home appliances to the countryside before the end of the countryside in Shandong, Henan, and Sichuan. Shenhua took preparations in three areas. The aspect is to invest a lot of money in product development, develop more high-end and energy-saving new products, in order to seek product differentiation advantage. “Although home appliances to the countryside have been widely popularized, we have also seen a lot of upgrading of home products and new purchases by young consumers in a multi-gate, high-end trend. The rich product line is popular for rural household refrigerators. After the update to provide a guarantee." Zhang Hui said.

Shenhua also seeks breakthroughs on the channel. In particular, changing the dealer’s sales philosophy, four-year subsidy for the countryside, so that many dealers' sales have a certain degree of dependence on the subsidy policy, after the acceptance of home appliances to the countryside, their consciousness in a short time is difficult Adjusted, so Shenhua refrigerator began to infiltrate the terminal dealers in the post- going to the countryside sales concept one year ago, allowing dealers to not only reduce excessive dependence on Huimin's subsidies, but also allow them to continuously improve and improve. Its own terminal image to meet the requirements of market sales under the new environment. Shenhua also took the initiative to engage in activities to promote sales, the company headquarters to develop a unified promotion program, unified development in the key markets in the country, the more in the market downturn, the more you need to continue to strengthen promotional activities, activities to stimulate and stimulate purchases.

Liu Yong, deputy general manager of Shanghai Soi Electric, also introduced a series of countermeasures to the reporters of the China State Grid Corporation. Liu Yong said that the policy of home appliances to the countryside has benefited enterprises and consumers at the same time, and the policy has built a platform. Soi has also done a lot of market work. Soi early on the layout of the market response to the end of the policy response brought about one year ago. In the refrigerator products, Soi developed a series of high-end products such as large-capacity, open-door, multi-doors to meet the new needs of the tertiary market. At the same time, Soi did a lot of in-depth research on rural consumer product experience. Work, such as how to make the product more user-friendly, how the design and colors fit the consumer's new taste. In the channel network, Soi also achieved the achievements of 30,000 sales outlets nationwide, more than 3,000 after-sales outlets, a nationwide 34-net market coverage, and a complete township layout. For Soy to lay the foundation for the home appliances to the countryside.

Energy-saving philanthropy or lack of strength

After the home appliances to the countryside policy is over, whether there will be related policies continue to become the focus of attention in the industry. According to industry experts, in June last year, the subsidy policy for energy-saving and philanthropy was introduced, and the energy-saving subsidies were for the entire market. The products had to be wider and the models were more, and were widely praised by consumers. The policy of energy conservation and environmental protection should be the long-term strategy of the government. This policy is conducive to the long-term development of the country and there is a great possibility for it to be continued.

The above-mentioned person in charge of Changhong stated that the subsidy policy for energy-saving and philanthropic people is in line with the needs of the government, consumers, and the company. Changhong is relying on its three state-level technology centers, including Changhong Technology Center, Meiling Technology Center, and Gaxibeila Technology Center, to strengthen the production, research and development. Cooperation in the display core devices, refrigeration core devices and refrigerators, air conditioners, lighting, mobile phones, kitchens and small household appliances and other fields to break through a variety of difficult problems of high efficiency, environmental protection, energy saving, to fill the gaps in the country. At the same time, Changhong’s deep layout and accumulation of smart home appliances has made energy-saving advantages even more prominent.

Some household appliance industry analysts also believe that energy-saving and people-friendly projects will promote industrial transformation and product upgrades. Similar policies will play an active role in 2013. Energy-saving, environmental protection, and support and subsidies for intelligent products represented by the Internet of Things will be the future countries. The focus of the policy is to improve the overall competitiveness of the home appliance industry and products globally.

Although the effect of saving energy and benefiting the people is promising for the industry experts and individual leading companies, the reporters from the China State Grid also learned that for most companies, the policy of energy saving and benefiting people is like chicken, especially small and medium enterprises. A refrigerator company in Jiangsu revealed to the China State Grid that many small and medium-sized enterprises have not yet fully channeled their channels. Because Huimin’s subsidy quota is not high and the procedures are complicated, the resources such as manpower, financial resources, time, and management are highly consumed. The outlets are not willing to operate energy-saving products.